According to cognitive dissonance theory, a discrepancy between preferences and actions
may lead to the revaluation of preferences, increasing preference for the chosen options and …

Introduction Difficult choices between two equally attractive options result in a cognitive
discrepancy between dissonant cognitions such as preferences and actions often followed …

Introduction Believing comprises multifaceted processes that integrate information from the
outside world through meaning‐making processes with personal relevance. Methods …

This research examines the link between consumer brand perceptions and neural activity by
employing Functional Near-Infrared Spectroscopy (fNIRS) and machine learning …

Целью исследования является изучение изменения предпочтений вследствие выбора
с точки зрения его ключевых нейрональных коррелятов: задняя медиальная (МПФК) и …